Samsung Electronics is stepping up its artificial intelligence strategy, announcing plans to expand Google Gemini-powered AI features to 800 million mobile devices by 2026. This marks a doubling from the roughly 400 million smartphones and tablets that had Gemini-enabled capabilities by the end of last year.
The move highlights Samsung’s ambition to strengthen its
position in the global AI race as competition intensifies among smartphone
makers and AI platform developers.
AI at the Core of Samsung’s Ecosystem Strategy
TM Roh, who assumed the role of co-CEO in November, said
Samsung aims to integrate AI deeply and rapidly across its entire product
lineup. Beyond smartphones and tablets, the company plans to roll out
intelligent features across televisions, home appliances, and other connected
devices, creating a tightly integrated AI-driven ecosystem.
By embedding AI at scale, Samsung hopes to differentiate
itself in an increasingly crowded market while also reinforcing Google’s Gemini
platform as a leading consumer-facing AI solution.
Galaxy AI Gains
Traction Among Consumers
Samsung believes AI-led experiences are becoming a decisive
factor in consumer choice. Roh noted that awareness of Galaxy AI has risen
sharply over the past year, signaling growing user comfort with AI-powered
tools.
While AI-based search remains the most commonly used
feature, consumers are increasingly embracing generative capabilities such as
photo enhancement, real-time translation, content summarisation, and
productivity assistance.
Scale Emerges as
Samsung’s Key Advantage
As Google continues to upgrade its Gemini models,
competition is intensifying with players such as OpenAI and other global AI
developers. Industry analysts point out that Samsung’s massive device footprint
gives it a unique edge in bringing advanced AI features to mainstream users at
unprecedented scale.
This reach positions Samsung as a critical bridge between
cutting-edge AI models and everyday consumer use.
Supply Chain
Pressures and Market Shifts
Samsung’s AI expansion comes amid ongoing challenges. A
global memory chip shortage, while boosting its semiconductor division, is
placing pressure on smartphone margins. Roh acknowledged that rising component
costs could eventually lead to price adjustments if supply constraints persist.
At the same time, adoption of foldable smartphones—a
category Samsung pioneered—has grown more slowly than anticipated. Despite
this, the company remains confident that foldables will achieve wider acceptance
in the coming years.
AI Set to Define the
Next Consumer Tech Battle
Samsung’s aggressive AI roadmap reflects its belief that intelligence, scale, and ecosystem integration will determine leadership in the next phase of the global electronics industry. As AI becomes central to consumer devices, Samsung is positioning itself to compete not just on hardware, but on experience-driven innovation.
BY: Nirosha Gupta
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